BB204 Sme LNT 007 YSF Note Jan11

BB204
Business Research
Method
Semester Jan-Apr 2011

Chapter 10
Sampling
Stephy-Yeoh Sok Foon
Classroom No : C 207
Department of Business
Administration
Faculty of Management
and IT
UCSI University
E mail:
1
yeohsf@ucsi.edu.my
Sampling
 Sampling: the process of selecting a sufficient number
of elements from the population, so that results from
analyzing the sample are generalizable to the
population.
© 2009 John Wiley & Sons Ltd. 2

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Relevant Terms - 1
 Population refers to the entire group of
people, events, or things of interest that the
researcher wishes to investigate.
 An element is a single member of the

population.
 A sample is a subset of the population. It

comprises some members selected from it.
Relevant Terms - 2
 Sampling unit: the element or set of elements
that is available for selection in some stage of
the sampling process.
 A subject is a single member of the sample,

just as an element is a single member of the
population.

Relevant Terms - 3
 The characteristics of the population such as
µ (the population mean), σ (the population
standard deviation), and σ2 (the population
variance) are referred to as its parameters.
The central tendencies, the dispersions, and
other statistics in the sample of interest to the
research are treated as approximations of the
central tendencies, dispersions, and other
parameters of the population.

Statistics versus Parameters

Advantages of Sampling
 Less costs
 Less errors due to less fatigue
 Less time
 Destruction of elements avoided

The Sampling Process
 Major steps in sampling:
– Define the population.
– Determine the sample frame
– Determine the sampling design
– Determine the appropriate sample size
– Execute the sampling process

Sampling Techniques
 Probability versus nonprobability sampling
 Probability sampling: elements in the

population have a known and non-zero
chance of being chosen

Sampling Techniques
 Probability Sampling
– Simple Random Sampling
– Systematic Sampling
– Stratified Random Sampling
– Cluster Sampling
 Nonprobability Sampling
– Convenience Sampling
– Judgment Sampling
– Quota Sampling

Simple Random Sampling
 Procedure
– Each element has a known and equal chance of being
selected
 Characteristics
– Highly generalizable
– Easily understood
– Reliable population frame necessary

Systematic Sampling
 Procedure
– Each nth element, starting with random choice of an element
between 1 and n
 Characteristics
– Idem simple random sampling
– Easier than simple random sampling
– Systematic biases when elements are not randomly listed

Cluster Sampling
 Procedure
– Divide of population in clusters
– Random selection of clusters
– Include all elements from selected clusters
 Characteristics
– Intercluster homogeneity
– Intracluster heterogeneity
– Easy and cost efficient
– Low correspondence with reality

Stratified Sampling
 Procedure
– Divide of population in strata
– Include all strata
– Random selection of elements from strata
• Proportionate
• Disproportionate
 Characteristics
– Interstrata heterogeneity
– Intrastratum homogeneity
– Includes all relevant subpopulations

(Dis)proportionate Stratified
Sampling
 Number of subjects in total sample is allocated
among the strata (dis)proportional to the relative
number of elements in each stratum in the population
 Disproportionate case:
– strata exhibiting more variability are sampled more than
proportional to their relative size
– requires more knowledge of the population, not just relative
sizes of strata

Example

Overview

Overview

Overview

Choice Points in Sampling Design

Tradeoff between precision and
confidence
 We can increase both confidence and precision by
increasing the sample size

Sample size: guidelines
 In general: 30 < n < 500
 Categories: 30 per subcategory
 Multivariate: 10 x number of var’s
 Experiments: 15 to 20 per condition

Sample Size for a Given
Population Size

Sample Size for a Given

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BB204

Semester Jan-Apr 2011

© 2009 John Wiley & Sons Ltd. 2

 An element is a single member of the

 A sample is a subset of the population. It

 A subject is a single member of the sample,

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 Probability sampling: elements in the

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 Categories: 30 per subcategory

 Multivariate: 10 x number of var’s

 Experiments: 15 to 20 per condition

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